The objective was to create a global launch ad for the new iPhone XR, focusing on the all new Liquid Retina display. The target audience was both iPhone and Android users. Apple wanted a film that would be more unexpected, one where we didn’t show the product until the very last scene. More of a colorful free-for-all, and less of a traditional commercial.

In “Color Flood” a torrent of colorfully dressed people wash across a drab city, transforming it into a dazzling scene. Conceptually, the crowds of colorful people move together like water. A colorful flash flood of humanity surging through city streets. Starting with tiny ‘streams’ that progress to larger ‘rivers’ and ‘waterfalls’ and finally to a massive ‘overflow’ of color. We wanted to create a launch ad where we didn’t reveal the product until the end. The result is a film that feels less like a commercial and more like a color free-for-all.

One of the most innovative aspects of the production was figuring out a way to create the illusion of water – how to get the sprinting people to mimic liquid throughout the streets.

This was achieved by casting a mix of parkour, free runners, athletes and stunt men. The imagery is accentuated by the wardrobe being of similar style, and the colors were dyed in different hues and shades.

The photography was all shot in-camera. During post-production we were able to combine the plates of the different performances from each camera angle. After merging all the plates it created the illusion of water flowing through the streets of Prague.

Over 18,361,070 views on YouTube alone